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Intro to Marketing

Intro to Marketing. Mr. Bernstein Endorsements, pp 89-92 October 18, 2013. Intro to Marketing Mr. Bernstein. Definition of an Endorsement FTC definition:

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Intro to Marketing

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  1. Intro to Marketing Mr. Bernstein Endorsements, pp 89-92 October 18, 2013

  2. Intro to MarketingMr. Bernstein Definition of an Endorsement FTC definition: “Any advertising message that consumers are likely to believe reflects the opinions, beliefs, findings, or experience of a party other than the sponsoring advertiser.”

  3. Intro to MarketingMr. Bernstein Definition of an Endorsement FTC guidelines: • Must always reflect the honest opinions, findings, beliefs or experiences of the endorser. • The endorser must have real experience with the product. • May not contain any deceptive or misleading statements, and must be substantiated by the advertiser.

  4. Intro to MarketingMr. Bernstein Definition of an Endorsement FTC guidelines: 4. Endorsements may not be presented out of context or reworded so as to distort the endorser’s opinion. 5. The endorser must use and continue to use and believe in the product as long as the endorser is used in the advertisements. 6. If the product changes in any way, the company must notify the endorser, who must continue to use and believe in the new or revised product.

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